'broadening formula'

EG Group Benelux launches bakery formula Go Fresh, known from petrol stations, into hospitality sector

EG Group, exploitant in de Benelux van ruim 350 Esso- en Texaco-tankstations, heeft in het Gr8 Hotel in Breda een Go Fresh Food Bar geopend, de eerste van Nederland.
Bekend vanuit bemande Esso- en Texaco-tankstations, brengt EG Group de formule Go Fresh nu ook als restaurantformule. Foto: EG Group, 2025

EG Group, operator in the Benelux of over 350 Esso and Texaco petrol stations, has opened a Go Fresh Food Bar in the Gr8 Hotel in Breda, the first in the Netherlands. With the opening of a catering concept under the banner of the bakery formula known from petrol stations, Go Fresh, EG Group aims to further broaden the formula.

The Go Fresh Food Bar has opened in Breda’s Bagven Park business park, on the ground floor of the building which, together with the Gr8 Hotel, also houses EG Group’s new European headquarters. The food and beverage venue seats 110, divided into a restaurant, lounge and bar. Hotel guests, visitors to the business park and local residents can go there daily for breakfast, lunch and dinner. According to the initiators, the menu features “accessible dishes with a fresh twist”. For hot and cold drinks, there are collaborations with Lavazza, Coca-Cola and Heineken, among others.
Three meeting rooms have also been realised in the premises, which EG Group says are ‘perfect for brainstorms, presentations or meetings in peace’.

Broadening the formula

EG Group calls the realisation of the first Go Fresh Food Bar ‘a great step to further expand the Go Fresh formula’. With this, the company introduces the first catering operation outside the familiar petrol station business. In it, under the formula name Go Fresh, it has dozens of bakeries in mainly manned Esso petrol stations. The launch of the formula as a restaurant concept not only marks the evolution of the Go Fresh brand, but should also underline EG Group’s ambition to become a broader player in foodservice.

Inspiration

The realisation of the Go Fresh Food Bar is part of the renewal of the coffee offering that EG Group implemented this spring in 267 Esso petrol stations in the Netherlands, Belgium and Luxembourg. In it, the company says it wants to “take the quality, brand experience, machines, signing and back office of the coffee it has in its petrol stations to the next level”. Opened in early May at Esso ‘Honswijck’ on the A1 motorway near Muiden, the Go Fresh Lavazza Coffee Kiosk serves as inspiration for the now-opened Go Fresh Food Bar in Breda.

Together, the Netherlands and Belgium currently count 75 petrol station locations with a Go Fresh bakery.

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This article was automatically translated from the Dutch language original to English (British).

Author: Paul Blonk

Source: MobilityEnergy.com

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